پديد آورندگان :
ﺧﺎدﻣﯽ، ﻣﻮﺳﯽ داﻧﺸﮕﺎه ﭘﯿﺎم ﻧﻮر - ﮔﺮوه ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ، ﺗﻬﺮان، اﯾﺮان , ﺣﺴﯿﻨﯽ، ﻣﯿﺮزاﺣﺴﻦ داﻧﺸﮕﺎه ﭘﯿﺎم ﻧﻮر - ﮔﺮوه ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ، ﺗﻬﺮان، اﯾﺮان , ﭘﺮﻫﯿﺰﮔﺎر، ﻣﺤﻤﺪﻣﻬﺪي داﻧﺸﮕﺎه ﭘﯿﺎم ﻧﻮر - ﮔﺮوه ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ، ﺗﻬﺮان، اﯾﺮان , ﻋﺴﮕﺮي، ﻓﻬﯿﻤﻪ داﻧﺸﮕﺎه ﭘﯿﺎم ﻧﻮر - ﮔﺮوه ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ، ﺗﻬﺮان، اﯾﺮان
كليدواژه :
ﺑﺮﻧﺪﺳﺎزي , ﺗﻮﻟﯿﺪ اﺟﺘﻤﺎﻋﯽ , ﺻﻨﻌﺖ ﭘﻮﺷﺎك داﺧﻠﯽ , ﮔﺮاﻧﺪد ﺗﺌﻮري
چكيده فارسي :
ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﻃﺮاﺣﯽ ﻣﺪل ﺑﺮﻧﺪﺳﺎزي در ﺗﻮﻟﯿﺪ اﺟﺘﻤﺎﻋﯽ در ﺟﻬﺖ ﺑﻬﺒﻮد ﻋﻤﻠﮑﺮد ﺻﻨﻌﺖ ﭘﻮﺷﺎك داﺧﻠﯽ اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻟﺤﺎظ ﻫﺪف، ﺗﻮﺳﻌﻪاي و از ﻟﺤﺎظ ﻧﻮع روش، ﺗﻮﺻﯿﻔﯽ- اﮐﺘﺸﺎﻓﯽ اﺳﺖ. دادهﻫﺎي ﮐﯿﻔﯽ ﻣﻮرد ﻧﯿﺎز از ﻃﺮﯾﻖ ﻣﺼﺎﺣﺒﻪ ﮔﺮدآوري ﺷﺪه اﺳﺖ. ﺗﻌﺪاد ﻣﺸﺎرﮐﺖﮐﻨﻨﺪﮔﺎن ﺑﺎ اﺳﺘﻔﺎده از روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻧﻈﺮي، 20 ﻧﻔﺮ از ﻓﻌﺎﻻن ﻋﺮﺻﻪ ﺗﻮﻟﯿﺪ اﺟﺘﻤﺎﻋﯽ در ﺻﻨﻌﺖ ﭘﻮﺷﺎك داﺧﻠﯽ ﺑﻮده اﺳﺖ. ﺟﻬﺖ ﻃﺮاﺣﯽ ﻣﺪل ﺑﺮﻧﺪﺳﺎزي در ﺗﻮﻟﯿﺪ اﺟﺘﻤﺎﻋﯽ در ﺟﻬﺖ ﺑﻬﺒﻮد ﻋﻤﻠﮑﺮد ﺻﻨﻌﺖ ﭘﻮﺷﺎك داﺧﻠﯽ از اﺳﺘﺮاﺗﮋي ﮔﺮاﻧﺪد ﺗﺌﻮري ﺑﺎ رﻫﯿﺎﻓﺖ اﺳﺘﺮاوس و ﮐﻮرﺑﯿﻦ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﺑﺮ اﺳﺎس ﻧﺘﺎﯾﺞ ﮐﺪﮔﺬاري ﺑﺎز و ﻣﺤﻮري، ﻋﻮاﻣﻞ ﺷﺒﮑﻪﻫﺎي ارﺗﺒﺎﻃﺎت، ﭘﻮﯾﺎﯾﯽ ﺻﻨﻌﺖ، اﻫﺪاف و اﻧﮕﯿﺰهﻫﺎي ﺑﺮﻧﺪﺳﺎزي، اﻧﺠﻤﻦﻫﺎي ﺗﻮﻟﯿﺪ اﺟﺘﻤﺎﻋﯽ و ﺣﻤﺎﯾﺖﻫﺎي ﺑﺎﻻدﺳﺘﯽ، از ﺟﻤﻠﻪ ﻋﻮاﻣﻞ ﻋﻠﯽ ﻣﯽﺑﺎﺷﻨﺪ. ﻇﺮﻓﯿﺖﻫﺎي ﻣﺸﺎرﮐﺖ، ﺗﻮﺳﻌﻪ ﺑﺮﻧﺪ، ﺑﺴﺘﺮﻫﺎي ﺣﻘﻮﻗﯽ و ﻗﺎﻧﻮﻧﯽ، ﺳﺎﺧﺘﺎرﺳﺎزﻣﺎﻧﯽ ﭼﺎﺑﮏ، ﻇﺮﻓﯿﺖﻫﺎي آﻣﻮزﺷﯽ ﺑﺮﻧﺪﺳﺎزي و ﻗﺎﺑﻠﯿﺖﻫﺎي اﯾﺪه ﭘﺮدازي در ﺑﺮﻧﺪﺳﺎزي، در دﺳﺘﻪ اﻟﺰاﻣﺎت ﻗﺮارﻣﯽﮔﯿﺮﻧﺪ. ﭼﺎﻟﺶﻫﺎي ﻣﺎﻟﮑﯿﺖ ﺣﻘﻮﻗﯽ، ﭼﺎﻟﺶﻫﺎي ﻣﺪﯾﺮﯾﺘﯽ، ﭼﺎﻟﺶﻫﺎي ﺑﺮﻧﺎﻣﻪرﯾﺰي و ﺗﺤﻮﻻت ﻏﯿﺮﻗﺎﺑﻞﭘﯿﺶﺑﯿﻨﯽ، از ﺟﻤﻠﻪ ﻋﻮاﻣﻞ ﻣﺪاﺧﻠﻪﮔﺮ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﻫﻤﭽﻨﯿﻦ، ﺗﻮﻟﯿﺪ ﺳﻔﺎرﺷﯽ، ﺑﻬﺒﻮد ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت، ﺑﻬﺒﻮد رواﺑﻂ ﺑﺎ ﺑﺎزار ﻫﺪف، ﺗﻮﺳﻌﻪ ﻓﻌﺎﻟﯿﺖﻫﺎي ﭘﮋوﻫﺸﯽ در زﻣﯿﻨﻪ ﺑﺮﻧﺪ، اﻓﺰاﯾﺶ ﭼﺎﺑﮑﯽ ﺳﺎزﻣﺎن، ﺗﻮﺳﻌﻪ اﯾﺪهﻫﺎ در ﺟﻬﺖ اﻓﺰاﯾﺶ ﻗﺪرت ﺑﺮﻧﺪ، ﺗﻮﺳﻌﻪ ﺷﺒﮑﻪﻫﺎي ﻣﺸﺎرﮐﺖ و ادﻏﺎم ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن اﺟﺘﻤﺎﻋﯽ ﺧﺮد از ﺟﻤﻠﻪ ﻣﻬﻤﺘﺮﯾﻦ راﻫﺒﺮدﻫﺎ ﻫﺴﺘﻨﺪ. ﮐﺎﻫﺶ ﻫﺰﯾﻨﻪﻫﺎ، اﻓﺰاﯾﺶ ﺳﻮدآوري، ﺑﺮﻧﺎﻣﻪرﯾﺰي ﺑﻬﯿﻨﻪ و ﺗﻮﺳﻌﻪ ﮐﺎﻧﺎلﻫﺎي ارﺗﺒﺎﻃﺎت ازﺟﻤﻠﻪ ﻣﻬﻤﺘﺮﯾﻦ ﭘﯿﺎﻣﺪﻫﺎي ﻣﺪل ﭘﮋوﻫﺶ ﻣﯽﺑﺎﺷﻨﺪ.
چكيده لاتين :
The present study aims to design a brand model in the social manufacturing efficiency of the domestic clothing industry. The present study has a descriptive-explanatory design. The qualitative data required for the interview were collected from social manufacturing activists in the textile industry. Sampling in this study was done using theoretical sampling method. To design a brand model in the social production efficiency of the domestic clothing industry, Strauss and Corbin’s grounded theory was used. Based on the results of open and axial coding, the factors of communication networks, industry dynamics, branding goals and motivations, social production associations and authorities’ support are among the causal factors. Capacities of participation, brand development, legal frameworks, agile organizational structure, training capacities of branding and ideation capabilities in branding are in the category of requirements. Legal ownership challenges, management challenges, planning challenges and unpredictable developments are among the intervening factors. Also, custom manufacturing, improving the quality of services, improving relations with the target market, developing brand research activities, increasing organizational agility, developing ideas to increase brand power, developing partnership networks and integrating micro-social producers are among the most important strategies. Reducing costs, increasing profitability, optimal planning and development of communication channels are among the most important consequences of the research model.
